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Article

Banasree Dey, Jones Mathew and Chin Chee-Hua

Rural homestays have emerged as an interesting option for tourists. This study aims to assess the role of destination attractiveness factors and travel motivations in…

Abstract

Purpose

Rural homestays have emerged as an interesting option for tourists. This study aims to assess the role of destination attractiveness factors and travel motivations in homestay choice. The moderating role of need for uniqueness towards enhancing these relationships is also examined.

Design/methodology/approach

A survey of 201 Indian tourists who had visited rural homestays in the Uttarakhand state of India was conducted. Data were analyzed using SPSS and WarpPLS, based on structural equation modelling approach.

Findings

Results indicate that two destination attractiveness factors – (a) cultural and rural attractions and (b) destination location and transportation – have a significant association with rural homestay choice. Further, need for uniqueness enhances the relationship between natural attractions and choosing rural homestays.

Originality/value

Although there are several studies on rural homestays, there is scant research on the factors influencing the choice of rural homestays from a tourists’ perspective. Besides, studies on rural homestay tourism have not assessed the role of need for uniqueness in influencing such choices. The implications of the study for destination marketers, homestay operators and owners are discussed which would hopefully aid in attracting discerning tourists to the rural homestays to such regions.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 14 no. 4
Type: Research Article
ISSN: 1750-6182

Keywords

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Article

Sandeep Kulshreshtha and Ruchika Kulshrestha

The purpose of this paper is to analyse the potential of “homestays” and also observe the trends related to this emerging concept in India. This paper also discusses…

Abstract

Purpose

The purpose of this paper is to analyse the potential of “homestays” and also observe the trends related to this emerging concept in India. This paper also discusses various challenges faced by the owners of homestays.

Design/methodology/approach

This paper is based on an exploratory study that sought to collect factual data about the present scenario and the emerging trends related to homestays. A qualitative case study method was used to analyse the actual practices followed by stakeholders. This paper expresses the viewpoint of the authors on the augmented demand for homestay supported by secondary data published in several academic papers and reports published by various government departments. The author interviewed a number of homestay owners to obtain a first-hand perspective.

Findings

This paper brings to light the rising trend toward homestays, the benefits of homestay tourism from the perspective of homestay stakeholders (both tourists and owners) and the impact on economic, social and cultural life, as a result of growth in the homestay concept.

Originality/value

The current level of discussion about homestays is limited, as there are relatively few prior studies reported in the literature.

Details

Worldwide Hospitality and Tourism Themes, vol. 11 no. 4
Type: Research Article
ISSN: 1755-4217

Keywords

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Article

Hamid Rizal, Soffri Yussof, Hanudin Amin and Ku Chen-Jung

Drawing from DeLone and McLean’s Theory of Information System Success, this study aims to develop a theoretical model of electronic word of mouth (eWOM) for the homestay lodging.

Abstract

Purpose

Drawing from DeLone and McLean’s Theory of Information System Success, this study aims to develop a theoretical model of electronic word of mouth (eWOM) for the homestay lodging.

Design/methodology/approach

The study examines the relationship between information quality, system quality and electronic service quality towards user’s satisfaction and eWOM intentions. Data were collected from homestay lodgers in Malaysia.

Findings

Results indicate that the effects of information quality and e-service quality on satisfaction are of significance, in turn affects eWOM intention. System quality, however, is not a driver of satisfaction.

Research limitations/implications

This study contains three limitations that provide direction for future studies. The details are provided.

Practical implications

The results provide a direction to the service providers at improving their services for customers’ satisfaction and loyalty.

Originality/value

The study offers fresh new insights on eWOM intentions from a homestay lodging perspective in Malaysia.

研究目的

本研究以DeLone和McLean的信息系统成功模型为基础,建立民宿产业的电子口碑营销理论模型。

研究设计/方法/途径

本研究鉴定了信息质量、系统质量、以及在线服务质量对于用户满意度和电子口碑营销的影响。样本取自于马拉西亚的民宿业主。

研究结果

本研究结果表明信息质量和在线服务质量对于用户满意度以及电子口碑营销有着显著效果。然而,系统质量并不是导致用户满意度的必然因素。

研究理论限制/意义

本研究存在三项限制,细节在文中已详述。这三项限制为未来研究提供指导方向。

研究实际意义

本研究结果对于服务提供商增强服务,提高消费者满意度和忠诚度,有着指导意义。

研究原创性/价值

本研究从马拉西亚民宿业为调查背景,对电子口碑营销提供新视角。

Details

Journal of Hospitality and Tourism Technology, vol. 9 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

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Article

Ching-Cheng Shen and Der-Jen Liu

– The purpose of this paper is to investigate the correlation between customer experience and brand equity for a homestay establishment in Eastern Taiwan.

Abstract

Purpose

The purpose of this paper is to investigate the correlation between customer experience and brand equity for a homestay establishment in Eastern Taiwan.

Design/methodology/approach

Visitors staying at Yuehetang Rural Residence (YRR) during the month of January 2013 were surveyed, and the data were analyzed using descriptive statistics, reliability analysis and typical correlation.

Findings

Visitors demonstrated a very high level of overall satisfaction with their homestay experience (4.43-4.84), especially in terms of YRR’s ability to evoke feelings of being moved or touched, and of pleasure, excitement and satisfaction. Similarly, YRR’s brand equity was rated very high (3.98-4.67). Responders particularly felt that YRR’s image of prioritizing environmental protection and the quality of its lodgings were unique sources of added value and, therefore, factors in creating its healthy brand equity, despite the fact that it was rated low in terms of visibility to homestay-hunting customers. The correlation coefficient between experience and brand equity was 0.742, indicating a high degree of positive correlation. The correlation between customer loyalty and brand equity was also quite high, followed by, in decreasing order of strength, the correlations between brand equity and the environment-friendly image, the quality of lodging, organic farming and visibility.

Practical implications

YRR’s core business value is environmental protection, a factor which, in today’s increasingly environment-conscious world, has unsurprisingly contributed heavily to its brand equity and customer loyalty. YRR and other homestay operators can utilize the findings of this paper to enhance visitor experience and their own brand equity.

Originality/value

This paper is one of the first articles in the homestay experience field that offers content that environmental protection is an important factor to brand equity. It also offers numerous theoretical and practical implications.

Details

Journal of Hospitality and Tourism Technology, vol. 6 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

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Article

Ramachandran Ponnan

This article aims to provide a case study of rural tourism in the island of Labuan, Malaysia from the broadcasting and business perspectives. It explores the collective…

Abstract

Purpose

This article aims to provide a case study of rural tourism in the island of Labuan, Malaysia from the broadcasting and business perspectives. It explores the collective social responsibilities of the local stakeholders and the related local authorities.

Design/methodology/approach

The study uses a mixed mode of quantitative and qualitative methodologies, and a framework of the five dimensions of sustainable rural tourism and corporate social responsibility to explain how radio broadcasting and the business communities' initiatives are socially responsible towards tourism.

Findings

The research reveals that locals and stakeholders receive sufficient information from the media, especially Labuanfm, but stakeholders could be more responsible and efficient in channeling the required information for the continued sustenance of rural homestay tourism as a viable economic activity.

Practical implications

The study recommends that stakeholders offer additional commitment as formal assistance for homestay entrepreneurs is not a healthy option in the face of competitive development of modern hotel accommodation.

Originality/value

For the first time, an evaluation of stakeholders' CSR has been undertaken. This study should raise government awareness of Labuan's rural livelihood and the need for a communication strategy that disseminates an actionable communication plan.

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Article

Natalie King and Vikneswaran Nair

The aim of this article is to explore wildlife value orientation (WVO) beliefs of community members involved in the Miso Walai Homestay program in Lower Kinabatangan, Sabah.

Abstract

Purpose

The aim of this article is to explore wildlife value orientation (WVO) beliefs of community members involved in the Miso Walai Homestay program in Lower Kinabatangan, Sabah.

Design/methodology/approach

The researcher utilized the qualitative method of thematic analysis and the sampling technique of purposive/judgemental method which reached saturation point at 16 respondents, who were all local community employees of the Miso Walai Homestay program. A total of 13 semi‐structured questions were posed to all interviewees in their native Bahasa Melayu language or English.

Findings

Interviewees expressed preference for viewing wild species not in enclosed structures but in their natural habitat. This was also the view of tourists in the homestay program. This community recognizes that community‐based ecotourism can be a means of habitat protection and income for both wildlife protection and the local community.

Originality/value

This case study may not only contribute to an increased satisfaction level of tourists with the overall experience, but also to the attraction of new tourists, searching for a participatory role by simply choosing a homestay accommodation or physically contributing to conservation activities.

Details

Worldwide Hospitality and Tourism Themes, vol. 5 no. 4
Type: Research Article
ISSN: 1755-4217

Keywords

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Article

John Walker

TESOL (the teaching of English to speakers of other languages) institutions, although inherently educational in character, are essentially service operations. Commercial…

Abstract

TESOL (the teaching of English to speakers of other languages) institutions, although inherently educational in character, are essentially service operations. Commercial success may depend on the word‐of‐mouth recommendations of satisfied clients. This study used focus group methodology to explore TESOL client expectations and perceptions of the service they received in New Zealand English language schools and thus to identify major determinants of client satisfaction with the service. The findings appear to confirm the key service role of the ESOL teacher in the minds of TESOL clients, not only as a classroom professional but also as a coach, counsellor and mentor. Other significant factors influencing client satisfaction included the nature of the English language school milieu and the homestay, as well as the quality of client feedback systems, service‐scape, and language school communication with the client. Tentative recommendations are offered for TESOL managers.

Details

International Journal of Educational Management, vol. 15 no. 4
Type: Research Article
ISSN: 0951-354X

Keywords

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Article

Nor Haniza Mohamad and Amran Hamzah

The purpose of this paper is to share how a tourism cooperative creates economic sustainability as well as bringing socio‐cultural and environmental benefits to its members.

Abstract

Purpose

The purpose of this paper is to share how a tourism cooperative creates economic sustainability as well as bringing socio‐cultural and environmental benefits to its members.

Design/methodology/approach

The authors' case study was the Miso Walai Homestay in Batu Puteh on the Kinabatangan River of Sabah, Malaysia. In‐depth interviews were conducted with cooperative managers and cooperative members who were identified through the purposive sampling method. Direct observation was used to gain an understanding of ground reality.

Findings

A community cooperative effectively manages economic, socio‐cultural, and environmental concerns of the local people. Society's perception of entrepreneurship and main‐streaming has changed. Shareholdership enables higher community involvement in the decision‐making processes, increases tourism income distribution, solidifies the sense of ownership, strengthens social cohesion and, inevitably, increases community support.

Practical implications

The lessons learned from the experience of the Model of Economically Sustainable Community Tourism (MESCOT) in using a community cooperative to run its community‐based tourism (CBT), which eventually expanded its economic benefits, are relevant to researchers and practitioners, and can guide other local CBT organizations in Malaysia.

Originality/value

Although the case study referred to a specific community in Malaysia, the findings do prove that an effective model for community‐based tourism is possible and has potential for replication in other places with similar enabling environments.

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Article

A.K. Siti-Nabiha, Norfarah Nordin and Boon Kar Poh

The purpose of this paper was to examine how small- and medium-sized hospitality organisations engage with social media and how social media data are used by their…

Abstract

Purpose

The purpose of this paper was to examine how small- and medium-sized hospitality organisations engage with social media and how social media data are used by their managers to inform business decisions.

Design/methodology/approach

A qualitative approach was used in this research in which interviews were conducted with top management, comprising the owners/directors and other key managers from small- and medium-sized organisations based in Penang, Malaysia. Fan and Gordon's (2014) categorisation of the social media data analysis process and Simon's (1995) concept of the interactive and diagnostic usage of data were used in the analysis of data.

Findings

The managers of small- and medium-sized hospitality organisations engage with social media for customer relationship management and the understanding of key main competitors. Social media is used to understand, build and manage relationships with current and potential customers; these activities are also linked to actions taken to protect a company's reputation. Even though, for the companies concerned, data gathering is still at the capture stage with no formal procedures and processes in place, the data are utilised in an interactive way to inform two areas’ major business decisions-making, i.e. those related to pricing and promotion and the strategic formulation and reorientation of the business.

Research limitations/implications

The respondents of this study were mainly from smaller hospitality organisations. Hence, the insights gained are limited to the context of smaller hotels.

Originality/value

A significant number of social media studies within the hospitality sector have focussed on marketing aspects. This study explored the wider use of social media in the case of smaller hospitality organisations and how they compete and position themselves in the competitive hospitality industry.

Details

Asia-Pacific Journal of Business Administration, vol. 13 no. 2
Type: Research Article
ISSN: 1757-4323

Keywords

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Book part

Lúa Xuân Đoàn

Since the 1986 initiation of Vietnam’s Đổi Mới economic policies designed to increase national Gross Domestic Product and increase international market competitiveness…

Abstract

Since the 1986 initiation of Vietnam’s Đổi Mới economic policies designed to increase national Gross Domestic Product and increase international market competitiveness, the country has undergone drastic changes in infrastructure, industrialization levels, market practices and standards of living. These changes are creating an abundance of unprecedented transformations among the many ethnic minority groups, who are used as a source of tourism revenue due to their unique cultural customs, clothing, and languages that differ from Vietnam’s majority ethnic group, the Kinh. Yet, while these groups are being exoticized for their rich cultural history and practices, they are simultaneously being required to discard many traditional livelihood methods and practices in order to keep up with the swiftly changing economy and social space. Despite these ethnic minority communities being presented as the main attraction in many areas, unequal economic and social distribution compared to areas mainly composed of Kinh can be seen. Similar findings have been discovered across other ethnically diverse areas of the country. Despite flourishing tourism to the region and steady rates of regional growth in gross domestic product, a gender analysis reveals the inequalities that undergird the system. This chapter confirms the impact of tourism on development when gender is not mainstreamed into development planning and implementation.

Details

Gender and Practice: Knowledge, Policy, Organizations
Type: Book
ISBN: 978-1-83867-388-8

Keywords

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